I don’t think a dollar amount really solves it. What about the celebrity rider? They may need their social media for their professional life. They might make money off of it or receive free products. If they put anything on their showing that they are a horse person, they also violate the rule. They are professional celebrities not professional horse trainers.
It just seems to have nothing really to do with horse showing if your only “professional” activities are on social media and not also out in the barn.
I also like finding reviews on products out there when I’m shopping for some $ horse purchase. I don’t care if a blogger got product to review for free. I do want to know if they are full on sponsored by the brand vs just getting sent some stuff to do a review.
Anyway, I think this has even less to do with being a professional for purposes of horse shows than teaching beginner lessons.
I will also point out that I looked into the trainer certification criteria at one point (I am a professional but currently towards the end of sitting out a year to try to get my ammy card back). You have to be a full time professional for a certain amount of time to apply for trainer certification. Doesn’t matter if you could pass the tests or whatever skill or knowledge you have and be teaching part time. It just means that I (for example) can’t make a living just doing horses—I just like to help when I can—and I have another career. So why then is the part time low level teacher who can’t be USHJA certified still a pro in all cases?
So, does the rule intend to stop under the table sponsorships? Probably. But just because someone is talented at posting Instagram stories doesn’t mean they have some competitive advantage in the ring over other amateurs.